CONTENT MARKETING STRATEGY IN 5 STEPS
WHAT’S CONTENT MARKETING
According to the Content Marketing Instutite, Content Marketing is “A strategic approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action”
We at eDigital, we are advocates of Content Strategy for many years. Content and personal experiences are the best way to:
- Create relationships with customers.
- Enhance micro moments of truth that will lead to purchase or repeat purchase.
- Be able to have a compelling argument to earn your customers time and attention.
- Optimise all our communication results. With proper content, your brand will be able to generate visits, commentary and shares as no other medium can.
- As the purchase decision happens with or without the participation of a brand; marketers can participate on this process of purchase decisions by offering compelling content.
Today, browsing SlideShare.com presentations related to Content Strategy, we found the below which can give you a basic start for your content strategy. Together London Principal, Jonathan Kahn, presentation. Article from Shelly Bowen .
BENEFITS OF HAVING A STRATEGIC CONTENT MARKETING PLAN
- Attention is the new currency. A great content strategy keeps you top of mind.
CONTENT STRATEGY SUCCESS IN FIVE STEPS
You START with your business goals and objectives. Talk about these goals with your Content Strategist.
Your content strategist will then oversee this process:
- Describe your Sweet Spot: Your business or project matches a need in the market place. You have done market research or you have strong evidence that your (MVP – Minimum Viable Product) will deliver a solution to a specific need.
- Define Content Tilt: This is where you need to ensure your content is going to be cooked with a very unique flavour that also solves the need of your prime target. This process might involved doing a Content Audit & Analysis to discover what content you already have. This is usually content that’s live online, but can cover other types of content, such as print brochures and whitepapers. The analysis part is like a sniff test. Is all of this content relevant for your prospective and current customers? Does it align with your current business goals? Is it up to date? Also, what’s missing?
- Build your Audience: A way to confirm your content tilt is going to support you long term is by the amount of people subscribing, viewing and sharing that content. A great way to build your content base is not only by sharing your unique content but also trying to get your audience involved
- The Plan: This is where your content strategist will collaborate with other key players — such as SEO experts, editors, content producers, usability managers, and marketing managers — and create content recommendations for you. This may also include guidelines and a core messaging document. Here two areas you will define: Content Type you want to own: is it going to be Audio? Video? articles? podcast? Infographs? etc. Key Platform for Amplification: Are you going to be mainly focused on Facebook, Instagram, your own blog, Youtube, etc.
- Execution: Consistent Delivery is key. You want your Audience to feel your brand owns that specific content tilt. You need a process, an agreed schedule is key, and resources to make the plan happen. Your content strategist can help oversee the execution, point you to resources, and even get the content created for you.
It’s important to check in regularly to ensure your content is still doing what it’s supposed to — across all platforms. If you have a content manager and a Web analyst on staff, you’re in great shape. Take these results and information learned and apply it to your future content marketing programs. Remember, with limited time and resources, you need to be patient to build your audience. Some companies, even content experts such as the Content Marketing Institute took them around two years to build their Audience.
A great book to understand these five steps is “Content Inc: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses” by Joe Pulizzi. Highly recommended! 🙂
Check for alignment with your current objectives, make any adjustments needed, and repeat steps #2-4. Voila. You have an ongoing content strategy process in place.
WHAT ARE THE BIGGEST PITFALLS ON EXECUTING A GREAT CONTENT MARKETING STRATEGY?
- Not getting started. Procrastinating the creation, curation and publishing of unique, relevant content.
- Inconsistency. Publish in time frames that you can manage.
WHICH SORT OF CONTENT IS BEST?
- The below infographic from Brandwatch The Social Outlook Report shows that different interest for each industry differs from the average consumer. Meaning, there are certain topics that consumers value far more on each industry than others. Your brand needs to take this into consideration when deciding what topics to talk about.
- Depends on the audience but generally video is the highest rising type of content as engagement is high.